| Titulo | Promote 5 |
| Agência |
Biggs|Gilmore Communications
|
| Campanha |
Promote - Steelcase
|
| Anunciante |
Steelcase Inc.
|
| Marca |
Steelcase
|
| Posted | Mai 2002 |
| Produto |
Office Furniture
|
| Sector Empresarial | Equipamento de escritório
|
| História | Developed by Biggs|Gilmore, Promote is the Steelcase co-op advertising program. The Promote Web site allows dealers to order from a catalog of nearly 100 print, direct mail and radio ads supporting 13 Steelcase products. Promote maintains brand integrity for Steelcase while allowing local copy and identity for 170 independent dealers. |
| Filosofia | Bigg|Gilmore developed Promote, a Web-enabled co-op advertising program that maintains Steelcase brand integrity while allowing dealers customization options to add their identity and service or event information. The program supports 13 Steelcase products with nearly 100 print, direct mail and radio options. Dealers order online or contact CSRs for assistance. Orders are customized and fulfilled to the publication, station, printer or mail house by Biggs|Gilmore. This turn-key fulfillment makes local marketing easy and encourages use of the materials, achieving the Steelcase goal of gaining more control over local communications. |
| Problema | Concerned with the quality of their dealer advertising, Steelcase was looking for more control over the message and design of local market communications. However, Steelcase dealers are independent businesses with a need to build their own identity. They also must be able to address local competitive dynamics through their communications. |
| Tipo de Mídia |
Interatividade
|
| Mercado | Canadá, Estados Unidos |
| Director criativo |
Ernie Cox
|
| Director assistente criativo |
Marino Puhalj
|
| Redator |
Maggie Reynolds
|
| Director de arte |
Shelly Parkhurst
|
| Produtor da agência |
John Kochmanski
|
